Basically blizzard accidentally let out that new heroes will be obtainable via battle pass rather than just given like normal. You can either unlock it immediately with the premium battle pass, or grind levels to unlock it on the free pass. The tier/level the hero will be on is unknown, but plenty of people will screech that its at the end or whatever. When the battle pass ends, people who have not gotten the hero will be able to complete some "challenge" or something along those lines to unlock the hero through that way instead.

Basically this meme is spouting bullshit as there is no payment needed to unlock the hero, you can still get them for free.